Similarly, a June 2019 survey from project44 found that 52% of consumers said cost-effective delivery was equally as important as a product’s price, illustrating that fundamental shift in expectations.
Historically, value for their money topped shoppers’ list of reasons to remain loyal to a company. According to a February 2019 survey from personalized retargeting firm Criteo, two-thirds of US internet users said getting the best value for their money kept them coming back—compared with good customer service (40%) or fast shipping (27%).
As the idea of the customer experience evolves, it’s crucial for marketers to understand the nuances of what this means so they can better serve their shoppers. Grygiel said that marketers often mistake the role that good customer service plays in the path to purchase. He noted that while 65% of marketers considered customer service as a very important factor in the purchase experience, just a quarter of consumers said the same, according to his company's findings.
“Knowing the difference between service and experience is key," Grygiel said. "Consumers really want a seamless experience. And today, that includes a good delivery experience."